They say: “is a financial newsletter providing content written by financial market professionals with experience in investing, wealth management, superannuation, banking, academia and financial advice. We share both the knowledge and the battle scars of market experts in an independent community of investors. Ideas and insights are presented from an informed and impartial point of view, without pushing products or promoting services. We aim to improve the financial literacy of all Australians, especially those saving for or in retirement.

We do not promote products, take commissions or require paid subscriptions. We do not advocate any one form of investment or superannuation structure, as the merit of each depends on an individual’s circumstances.

Cuffelinks does not provide financial advice, and we do not know the personal or financial circumstances of any of our readers. However, we believe there is a strong need for investors to access quality financial writing, both to hear the different sides of any investment opportunity, and to improve their financial literacy. We provide strategies and guidance rather than trying to time the market, pick stocks or select next year’s star fund manager. In particular, we aim to inform investors about markets, regulations, structures and useful ideas.

Our target audience is ‘engaged investors’, particularly those who manage their own money, and financial market professionals.

Cuffelinks is not a short term stock picker or an economic commentator. We focus on investment strategies and ideas with a medium to long term market horizon. We encourage readers to take a ‘through the cycle’, risk-aware perspective.

Our core beliefs

Cuffelinks operates with the following core beliefs:

* Superannuation should be an important part of every Australian’s long term savings plan and financial wellbeing.
* The aim of every investor should be financial independence and creating lifestyle options for later stages of their lives.
* We are not advocates for any specific type of superannuation fund, as the merits of various structures such as pooled super funds (commercial funds, industry funds, corporate funds) and self managed super funds depend on individual circumstances.
* We are not advocates of any particular form of investing (direct or managed funds, listed or unlisted, active or passive management, etc) as they all have a role to play.
* Financial advisers should play an important role in the savings, retirement, estate planning and protection strategies of the vast majority of Australians, especially as they approach retirement.
* There is no one correct investment strategy for anyone, and like any life skill, investors need to be as financially literate as possible to participate in their own investing.
* Investors should match their assets to their risk appetites, since the ability to cope mentally with volatile markets is as important as the financial performance.”